This thread is a perfect example of how we as buyers are more motivated by the discount than the price. Comparably equiped A6's have a MSRP much less than a 5 series. A nice discount on a 5 brings it down to what an A6 lists for. The other thing that works for Audi is that they have among the best resale value in it's class. Not offering big discounts on new cars is the prime reason.